The W's of Social Media - Jon-Mikel Bailey - Wood Street, Inc.

We’ll talk about…
1. What is social media?
2. Who is your target audience?
3. Why do they need to connect with you on social?
4. What tools will you need to target them?
5. What does success look like?

www.woodstreet.com @jonmikelbailey

What is Social Media?
Social media includes web-based and mobile
based technologies which are used to turn
communication into interactive dialogue among
organizations, communities, and individuals.

- Wikipedia

FreeDigitalPhotos.net


But what is Social Media to you?
Social media is a way to connect with
your target audience using:

1. Content
2. Planning
3. Goal Setting
4. Measurement


Who? – Identify Your Buyer Personas
Consider this data associated with these personas…

1. Demographics
2. Their value, in terms of money, reach and return business
3. Where they choose to interact with you – phone, email, website, mobile, social, etc

Take the hard data from your web analytics, CRM, sales reports and boil it down:

1. Who are they? What do they do?
2. Why should they care about your organization?
3. Where are they and where do they find you?
4. How do you convert them into a client or a fan?


Who? - Buyer Personas
Who are you talking to?

1. What do they need from you?
2. Is it more than one thing?
3. Are there groups?
4. Can you develop more than
one persona?


Who - Buyer Persona Exercise
Tell me about Brad…

1. Pick one client or target.
2. Briefly list their demographics.
3. List 3 things they need from you.

Let’s discuss.


Who? - Influencers
Who are the Rock Stars?

1. Who are the power players in your industry?
2. How are they influential?
3. Can you engage them directly?
4. How could you build and leverage a
relationship with an influencer?
5. Who influences Brad?


Who? – Buyer Personas & Influencers
What social channels are they on?

1. Is it more than one?
2. Do they move between them?
3. Is there one clear favorite?
4. Where do they engage most?
5. What is your presence like
on these channels?


Why? – What’s in it for them?
Why would these target users want to connect with you?

1. Are you an expert offering information they can’t easily find elsewhere?
2. Are you providing access to curated content in a way that is unique?
3. Are you providing solutions to their problems?
4. Do they trust that you will be the resource they need?
5. Are you real???


What? – Your Toolbox
A successful social media marketing campaign consists of the following:

1. A content marketing strategy
2. An engagement strategy
3. A schedule
4. Ways to listen
5. A committed and empowered person or team


What? – Content Marketing Strategy
Are you creating and curating content for your buyer personas:

1. Writing regular blog and guest blog posts
2. Sharing articles found through Google Alerts, blog subscriptions, influencers
3. Posting long form content like white papers, eBooks, presentations
4. Producing and posting videos – instructional, educational, fun
5. An email newsletter, daily, weekly, monthly?


What? – An Engagement Strategy
Are you shouting at people or engaging with them???

1. Spend time looking at your audience posts and comment
2. Comment on influencer blog posts
3. Share audience and influencer posts
4. Say thanks!


What? – Schedule
Don’t do this haphazardly, set a schedule and stick to it:

1. Editorial calendar for short and long form content creation (read Content Rules!)
2. Use tools like BufferApp.com to schedule posts and tweets
3. Daily and weekly of active social monitoring
4. Set goals and monitor progress each week
5. Be agile and adjust often


What? – Ways to Listen - Monitoring
A successful social media marketing campaign is based on listening:

1. Set up Google Alerts for targeted keywords
2. Set up email notifications for all social channels, keep them manageable
3. Monitor your Google Analytics for traffic from Social Channels, note the pages
4. Look at your posts. Which are popular? Which are not?


What? – Empowered Team
Success is determined in no small part by the quality of the team:

1. How well do they know your organization and the buyer personas?
2. Are they empowered to speak on your behalf?
3. How much time and money are available for this? What is their budget?
4. Do they know what success looks like? How will you both track this?
5. Do they have experience with social and with marketing?


What? – Some Tools for You
This is a very small sample, there are other tools, do your research:

1. Google Alerts, Plus and Analytics
2. Facebook Insights
3. Scheduling - Hootsuite, BufferApp.com
4. Monitoring - Randian6, BuddyMedia, Vocus
5. Email Marketing - MailChimp, ConstantContact, WhatCounts, aWeber
6. Marketing Automation – Eloqua, Marketo


What does success look like?
Don’t be fooled, Social Media is not all unicorns and rainbows:

1. What is a typical client worth? What’s an average sale?
2. Are you tracking leads?
3. Where do they come from?
4. How many do you need to be successful?
5. How much web traffic is required to get to this number?
6. How much social activity is driving this traffic?



What does success look like?
Likes, fans and followers are not true indicators

1. Engagement is more important
2. Sharing, retweets, comments show engagement
3. Engagement builds reach and increases traffic
4. Track, encourage and improve activity that leads
to traffic, connections, recommendations



Notice anything missing?
The channels…
Social media marketing is about people, engagement
and measurable outcomes, not channels.
1. Google+
2. Facebook The channels will change! Focus on engaging the target
wherever that target happens to be.
3. Twitter
4. LinkedIn
QUESTIONS????


Suggested Resources: Contact Me:

www.woodstreet.com www.woodstreet.com
www.contentrules.com jbailey@woodst.com
www.zeromomentoftruth.com @woodstreetweb
www.mediapost.com @jonmikelbailey
www.socialmediaexaminer.com Facebook.com/woodstreetweb
www.socialmediaexplorer.com 301.668.5006
www.socialfresh.com
www.socialmediaB2B.com
www.contentmarketinginstitute.com


The W's of Social Media - Jon-Mikel Bailey - Wood Street, Inc.

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The W's of Social Media - Jon-Mikel Bailey - Wood Street, Inc.